On June 13, as Iranian missiles rained down on Tel Aviv in retaliation for Israel’s attacks on its nuclear program, one missile struck the upscale Sarona neighbourhood, home to the Israel Defense Forces headquarters, luxury malls, and a soaring hotel tower under construction. That tower, soon to be Tel Aviv’s tallest hotel, had reportedly caught the attention of the Trump Organisation.
According to The New York Times, Eric Trump, who runs the Trump Organization, discussed a potential management and branding deal for the hotel in the weeks before the missile strike. In a statement, Eric Trump said, “Israel has always been a market we would love to explore, but we have no plans at this time and any discussions have been strictly preliminary.”
In April, during a virtual meeting with Israeli real estate executives, Trump reportedly said the project “had the feel of a Trump property” and suggested adding residential floors. He was also quoted as saying he wanted to finalize at least one deal in Israel by year-end.
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The Sarona hotel project is being developed by the Nitsba Group, whose chairman Haim Tsuff has previously engaged in negotiations with the Trump family. This follows earlier attempts by the Trump Organization to break into the Israeli market, including a post-2020 deal in Jerusalem that was abandoned after the October 2023 Hamas attack.
Despite the Tel Aviv hotel’s Trump-style ambitions — 800 rooms, VIP levels, and opulent design — the war has complicated prospects. Any Trump-branded property in the region, experts told The Times, could become a political or military target.
Eric Trump was said to be interested in extending the building by 12 stories, contingent on city approval. However, height restrictions near Ben Gurion Airport might pose a legal hurdle.
The Times noted that the Trump Organization is also exploring other deals across the Middle East, including in Qatar, the UAE, and Saudi Arabia, all countries with strategic ties to US foreign policy and where the Trump brand has already gained a foothold.
(With inputs from New York Times)